Ascentra Credit Union 2006-2012
In 2006 we were asked to bid on rebranding Alcoa Employees and Community Credit Union— A growing Midwestern financial institution needing to separate from the world’s largest Aluminum producer. Knowing there would be stiff competition from Chicago, we went in with our "A" game and gave what we thought was the perfect pitch. We came in second that day and accepted defeat with a heartfelt thank you and a "If you ever need us, we're here for you".
Six months later, we received a call from the VP of Marketing—things were not going well. They had a new name and logo, but their relationship had soured. They found out that being a smaller fish in a big pond unfortunately gets you junior art directors and inexperienced designers. Ethic was tasked soon after to come in and clean things up. We started by rebuilding their unprintable logo and rolling out all new print and digital collateral. Seven years later, our relationship, built on honesty and hard work, is going stronger than ever.